Qommerce and YouGov: Adding the Voice of the Consumer to Hyperlocal Activation

Qommerce and YouGov have formed a strategic partnership that integrates YouGov's world-leading attitudinal and behavioural panel data into Qommerce's hyperlocal media activation platform. The result is a new class of audience intelligence — HyperPersonas enriched not just with purchase data and location, but with the motivations, opinions, and lifestyle signals that explain why people buy what they buy.

Understand People. Reach Them Where It Matters.

YouGov's mission is to offer unparalleled insight into what the world really thinks and does. Qommerce's mission is to turn that understanding into precisely targeted activation at the hyperlocal level. Together, these missions unlock a capability that neither company could deliver alone: audience intelligence that is simultaneously attitudinal, behavioural, and geographic.

The marketing industry has long separated "understanding people" from "reaching people." Research teams build audience profiles. Media teams build targeting plans. The two rarely connect at the level of granularity that drives real commercial results. This partnership closes that gap. YouGov's proprietary panel of over 30 million registered members across 55+ markets — capturing attitudes, brand perceptions, media consumption, lifestyle choices, and purchasing behaviour — now feeds directly into Qommerce's HyperPersona engine and activation platform.

Audiences Built on What People Think, Not Just Where They Live

For brands, agencies, and media buyers, this partnership delivers three capabilities that fundamentally improve how audiences are built, understood, and reached:

First, attitudinally enriched HyperPersonas. Qommerce's HyperPersonas have always been built from transactional and location data. With YouGov integration, they now include the attitudinal dimension — brand affinity, category attitudes, media preferences, values, lifestyle indicators, and purchase motivations. The difference is the difference between knowing that someone buys premium yoghurt in a specific postcode, and knowing that they are a health-conscious, sustainability-minded parent who trusts recommendations from friends over advertising and prefers to discover new products in-store rather than online. That depth of understanding changes every decision — from creative messaging to channel selection to promotional mechanic.

Second, connected planning and activation. YouGov data has traditionally been used in the planning phase — informing strategy decks and audience definitions that then get handed off to media teams for execution. In Qommerce, that handoff disappears. The same attitudinal data that shapes the audience definition is used to build the activation — targeting, messaging, channel mix, and geographic focus — in a single connected workflow. Brands move from "we understand our shopper" to "we are reaching our shopper in the right stores with the right message" without any translation loss between planning and buying.

Third, privacy-compliant audience building at scale. YouGov's panel is built on explicit, consent-based data sharing from registered members. Combined with Qommerce's aggregated and anonymised approach to hyperlocal targeting, this partnership delivers audience intelligence that is fully GDPR compliant and built on a privacy-first foundation. In an industry increasingly concerned about the deprecation of third-party signals and tightening data regulations, this is not just a feature — it is a strategic advantage.

The End of Demographic-Only Targeting

Demographic targeting is a blunt instrument. Age, gender, and income tell you almost nothing about what motivates a purchase decision. But behavioural targeting alone — based purely on past purchases — misses the context of why people buy and what might make them switch.

The industry needs both dimensions, connected. YouGov has built the world's largest and most trusted source of attitudinal and opinion data. Qommerce has built the hyperlocal activation infrastructure that turns audience intelligence into store-level media campaigns. This partnership is the first to bring attitudinal depth and hyperlocal activation precision together in a single platform — giving brands and agencies the ability to target based on who people really are, what they actually think, and where they can be reached most effectively.

With YouGov's data referenced by major global press outlets and recognised as one of the most quoted research sources in the world, and Qommerce's platform already powering hyperlocal activation across multiple categories and markets, this partnership gives customers a level of audience intelligence and activation precision that no other combination in the market can match.